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page. Blizzard Entertainment’s YouTube channel6 holds all the trailer videos for its major
games, as well as videos for the company’s offline events. The channel has a total of
50,803 subscribers and 1,052,314 channel views (Blizzard Entertainment).
GameTrailers.com (GT)7 is a video sharing website popular with game companies that
posts only game-related videos. The website shows game trailers, interview clips, game
reviews, and user-generated videos. GT is unique in that it also offers downloads of the
videos on its website.
Twitter is another common sharing tool for video games. With its brief message format
and accessibility, this micro-blog service is an effective tool for game companies to
disseminate key messages to players. Twitter’s compatibility with smart phones and other
mobile devices also increases the convenience of receiving information.
Like Facebook’s different page options, there are different types of Twitter handles for
video games: the company account and the game account. The only difference between
the two account types is the subject; their functions are the same—post tweets of news
and announcements, direct followers to the full stories, and “re-tweet” relevant tweets
from other sources. It should be noted that although Twitter allows discussion among
6 Blizzard’s YouTube channel: http://www.youtube.com/user/blizzard?blend=2&ob=4
7 GameTrailer’s website: http://www.gametrailers.com/
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 23 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 18 page. Blizzard Entertainment’s YouTube channel6 holds all the trailer videos for its major games, as well as videos for the company’s offline events. The channel has a total of 50,803 subscribers and 1,052,314 channel views (Blizzard Entertainment). GameTrailers.com (GT)7 is a video sharing website popular with game companies that posts only game-related videos. The website shows game trailers, interview clips, game reviews, and user-generated videos. GT is unique in that it also offers downloads of the videos on its website. Twitter is another common sharing tool for video games. With its brief message format and accessibility, this micro-blog service is an effective tool for game companies to disseminate key messages to players. Twitter’s compatibility with smart phones and other mobile devices also increases the convenience of receiving information. Like Facebook’s different page options, there are different types of Twitter handles for video games: the company account and the game account. The only difference between the two account types is the subject; their functions are the same—post tweets of news and announcements, direct followers to the full stories, and “re-tweet” relevant tweets from other sources. It should be noted that although Twitter allows discussion among 6 Blizzard’s YouTube channel: http://www.youtube.com/user/blizzard?blend=2&ob=4 7 GameTrailer’s website: http://www.gametrailers.com/ |
